In early October 2025, Amazon once again launched its fall sales spectacle—the two-day Prime Big Deal Days, running from October 7 to 8. Designed as a seasonal counterpart to the summer Prime Day, this event promises deeply discounted deals across electronics, home goods, fashion, beauty, and more—all exclusive to Amazon Prime members, with deals dropping as often as every five minutes during key windows.

But beyond the shopper headlines and product roundups lies a fascinating question for publishers and SEO strategists: how did news outlets compete for visibility during the frenzy? Which publishers surfaced most often in Google’s mobile SERPs and its News Boxes, and what patterns in keyword prominence and content structure determined their success?

In this article, you’ll find:

• A detailed keyword analysis of the mobile search landscape during Amazon’s Prime Big Deal Days in the US—covering both the general SERPs and the mobile News Boxes—to uncover which event, brand, and product terms dominated visibility.

• An in-depth comparative analysis of the top news publishers that ranked across both the mobile SERPs and the mobile News Boxes during those two days.

• A breakdown of their visibility shares, peak times, keyword ranking distributions, and standout articles—not as raw data, but as insight into how news publishers fared in the commerce-driven search landscape.

Whether you’re a content strategist, SEO lead, or publisher preparing for future shopping events, this analysis reveals which editorial dynamics prevailed and what it takes to win in news SEO when commerce and journalism intersect.

Keywords that shaped the Prime Deal Days visibility

This list contains all keywords that ranked on any of the surfaces (mobile SERPs and/or News Boxes) during the examined time frame from October 7 to 8 and are thematically related to the Amazon Prime Deal Days. The keywords are sorted by their ranking values, first listing the keywords that appeared on the SERPs, followed by the ones in the News Boxes.

Notable patterns

Across the broader mobile SERPs, the focus was clearly on the event itself: keywords such as “prime day” and “prime day deals” led by a wide margin. While Amazon officially promoted the event as “Prime Big Deal Days,” this term ranked far lower, confirming that the original “Prime Day” branding still defines how users and publishers refer to the shopping period.

Product-specific combinations were highly visible as well. Terms like “prime day apple,” “prime day airpods,” or “prime day tv” ranked prominently, showing how users directly associate the event with tech products and well-known brands. Apple appeared most frequently among those, which aligns with the company’s consistent popularity during major sales events—even when discounts are modest. Other brands such as Dyson, DJI, and Intel followed with smaller but notable shares.

Interestingly, searches also extended beyond Amazon itself. Keywords such as “prime day best buy” or “best prime day deals” suggest users were comparing offers across different retailers, indicating that the event now sets the tone for deal coverage across the wider e-commerce ecosystem.

When narrowing the view to the mobile News Boxes, the picture becomes more focused. The same leading terms appear, but with fewer total rankings—which is natural, as the News Box is a curated subset of the SERPs. However, the content mix shifts noticeably. General or brand-level terms like “amazon” or “deals,” which performed well in the overall SERPs, are largely absent from the News Boxes. Instead, more specific combinations such as “prime day apple” or “prime day sale” take precedence, showing that Google highlights editorial coverage rather than broad transactional listings here.

In other words, while the SERPs represent the full commercial landscape around Prime Deal Days—including retailer pages, deal aggregators, and affiliate sites—the News Boxes act as a spotlight for timely, article-based reporting. They amplify coverage that connects the event with particular brands or products rather than the sale in general.

AI Overviews in the search results

A new dimension of visibility came from Google’s AI Overviews, which appeared for five of the analyzed keywords: “prime day” (210 SERPs with AI Overview), “amazon prime day” (58), “october prime day” (37), “prime day amazon” (16), and “deals prime” (12).

While their overall share in this dataset remained limited, these instances highlight where Google’s generative summaries currently surface—namely around broad, event-defining or highly transactional terms. The presence of AI Overviews for “prime day” and “amazon prime day” in particular shows that Google treats these as high-interest queries with strong informational and commercial overlap.

For publishers, this means that optimizing for such terms increasingly involves competing not only for traditional News Box or SERP placement but also for inclusion or reference within AI-generated results. These findings suggest that branded event keywords are among the first to trigger AI Overviews in commerce-heavy contexts like Prime Deal Days.

A look at the top publishers for each surface

Next we’ll take a look at all the publishers that made it onto the SERPs, as well as into the News Boxes during the 2025 Prime Deal Days. First, we’ll look at the SERPs and then we’ll have a more zoomed-in look at the News Boxes.

Top publishers on the mobile SERPs

Top publishers on the Amazon Prime Deal Days 2025 on U.S. mobile SERPs

Note: This analysis focuses exclusively on news publishers. Other domains that ranked—such as online platforms or commercial sites—were excluded but are still visible in the accompanying graphic. For context: YouTube led the mobile SERPs with 11.49% visibility, followed by Amazon.com in 2nd place (11.44%). The notable visibility of YouTube underscores the prominence of video content—including deal reviews, product explainers, and influencer summaries—in Google’s mobile search results during the Prime Deal Days period.

1. CNN
   Among all publishers competing for visibility around Amazon’s Prime Deal Days on October 7 and 8, CNN took the leading position in the mobile SERPs. With a visibility share of 8.11%, the publisher reached its peak late on October 8 at 11 p.m., when its share temporarily climbed to 14.7%. CNN achieved 821 keyword rankings overall, driven primarily by “prime day” (233 rankings), “prime day deals” (192), and “deals prime” (100). Its most visible article, “Our editors found the 123 best Amazon Prime Day deals to shop before the sale ends,” combined extensive deal coverage with strong relevance for generic event searches.
2. NBC News
   NBC News followed closely with a 7.77% visibility share, peaking in the early hours of October 8 at 5 a.m., when it reached 14.29%. The publisher performed strongly on the same leading keywords as CNN and achieved 842 keyword rankings in total: “prime day” (259 rankings), “prime day deals” (148), and “deals prime” (111). NBC’s most visible article, “233+ Deals We Found for Prime Big Deal Days That Are Actually Worth It,” focused on curating product recommendations while incorporating Amazon’s official event naming.
3. Yahoo
   Yahoo reached a 5.04% visibility share, with its peak at 10 p.m. on October 7, when visibility briefly rose to 12.23%. The publisher secured 539 keyword rankings, led by “prime day” (161 rankings), “prime day deals” (140), and “deals prime” (55). Its standout article, “We found the 105+ best Prime Day deals — and Amazon just sent us the latest,” reflected Yahoo’s strategy of frequent updates and list-style coverage, aligning with user search behavior during active sales events.
4. Engadget
   Engadget followed with a 4.91% visibility share and a midday peak on October 8 at 12 p.m. at 14.33%. The publisher ranked for 339 keywords overall, performing best for “prime day deals” (67 rankings), “prime day” (57), and “prime day apple” (38). Its most visible article, “Amazon Prime Day Apple deals: AirPods, iPads, MacBooks and more are up to $200 off,” exemplified the brand’s focus on tech-specific coverage, which resonated well with product-focused queries.
5. Wired
   Wired achieved 4.34% visibility, peaking at noon on October 7 with 15.26%—the highest peak value among all analyzed publishers. The outlet appeared with 541 keyword rankings, driven by “prime day deals” (139 rankings), “deals prime” (68), and “prime day” (67). Its most visible article, “The 11-Inch iPad Is a Great Deal This Prime Day,” captured attention through a clear product focus and concise recommendation, aligning with Wired’s editorial style.
6. New York Times
   The New York Times followed with 4.10% visibility, peaking early on October 8 at 6 a.m. with 12.74%. It ranked for 665 keywords, with strong performance on “prime day deals” (166 rankings), “prime day” (140), and “prime” (85). The article “10 Worth-It Prime Day Apple Deals, From MacBooks to iPads to Accessories” was its top performer, showing how a well-curated, premium shopping guide can gain traction even within a highly competitive SERP environment.
7. New York Post
   The New York Post reached 3.18% visibility, peaking at midnight on October 8 with 11.2%. Its 464 keyword rankings centered on “prime day deals” (117 rankings), “prime day” (91), and “prime day apple” (33). The article “Grab 41+ Prime Day Apple deals before the sale ends—Spoiler” combined a clear, engaging headline with a strong focus on trending tech products.
8. Mashable
   Mashable completed the group with 3.02% visibility, peaking early on October 7 at 1 a.m. with 9.39%. The publisher secured 237 keyword rankings, with “prime day deals” (44 rankings), “prime day” (43), and “prime day apple” (27) as its strongest performers. The article “Best October Prime Day MacBook deals: I found prices as low as $799” showcased Mashable’s focus on practical, product-oriented deal guidance. The use of a personal “I” in the headline reflects the outlet’s conversational style, designed to build trust and immediacy with readers looking for genuine deal recommendations.

Top publishers in the mobile News Boxes

Within Google’s mobile News Boxes, which spotlight timely news content directly in the SERPs, visibility centered on well-crafted shopping advice, curated deal overviews, and product-focused reporting. Many of the same publishers that dominated the broader SERPs appeared here as well, but the News Box rankings placed greater emphasis on freshness, editorial quality, and consistent updates throughout the Prime Deal Days event. The graph below from the Trisolute News Dashboard once again showcases the hourly progression of the top publishers’ visibility throughout the two Prime Deal Days.

Top publishers on the Amazon Prime Deal Days 2025 in U.S. mobile News Boxes

Note: As already mentioned in the SERP section, this analysis focuses exclusively on news publishers. Other domains that appeared in the mobile News Boxes were excluded but are still shown in the accompanying graphic. While Amazon.com did not make it into the top 10 here, YouTube reached 7th place with 5.06% visibility. This shows that video content remains relevant within Google’s news-focused results, though it played a noticeably smaller role compared to the mobile SERPs, where, at 11.49%, video-based deal coverage had a much stronger presence.

1. CNN
   CNN led the mobile News Boxes as well, securing 11.37% visibility and maintaining its first-place position from the SERPs. The publisher reached its peak on October 8 at 5 p.m. with an impressive 22.56% visibility. CNN achieved 431 keyword rankings, meaning more than half (52.5%) of its SERP keyword rankings were also visible in the News Boxes. The top-performing keywords were “prime day deals” (145 rankings), “prime day” (111), and “prime” (60). Compared to the SERPs, where “deals prime” ranked third, this slight shift highlights the stronger editorial weighting toward the main event term. CNN’s most visible article, “Our editors found the 123 best Amazon Prime Day deals to shop before the sale ends,” was identical to the one driving its SERP success, showing the piece’s strong performance.
2. NBC News
   NBC News followed in second place, mirroring its SERP position with 10.92% visibility. The publisher’s visibility peaked early on October 8 at 5 a.m., when it reached 21.01%. NBC achieved 426 keyword rankings, representing 50.6% of its SERP total. Its leading keywords—“prime day” (123 rankings), “prime day deals” (113), and “deals prime” (67)—were the same as in the broader results, underlining a consistent keyword strategy across both instances. The article “233+ Deals We Found for Prime Big Deal Days That Are Actually Worth It” again proved to be the publisher’s most visible piece, performing strongly in both search contexts.
3. Engadget
   Engadget ranked third in the News Boxes with 7.04% visibility, up from fourth place in the SERPs. It peaked on October 8 at 1 p.m. with 21.16% visibility and recorded 246 keyword rankings—72.6% of its SERP results. The same three keywords led its performance: “prime day deals” (61 rankings), “prime day” (51), and “prime day apple” (26). Its most visible article, “Amazon Prime Day Apple deals: AirPods, iPads, MacBooks and more are up to $200 off,” continued to perform exceptionally well, reflecting Engadget’s strength in product-driven coverage that aligns naturally with deal-oriented news visibility.
4. Yahoo
   Yahoo followed with 6.34% visibility, peaking on October 7 at 10 p.m. with 14.9%. The publisher achieved 239 keyword rankings, meaning 44.3% of its SERP keywords also ranked in the News Boxes. While its top three keywords remained “prime day” (74 rankings), “prime day deals” (64), and “prime” (41), this last term replaced “deals prime” from the SERP view—suggesting that in the news context, general event branding carried more weight than pure deal phrasing. Yahoo’s most visible article, “We found the 105+ best Prime Day deals — and Amazon just sent us the latest,” maintained its strong cross-surface presence.
5. Wired
   Wired held fifth place with 5.46% visibility, the same rank it achieved in the SERPs. The publisher peaked on October 7 at 12 p.m. with 21.36% visibility and recorded 237 keyword rankings, accounting for 43.8% of its total SERP results. The strongest keywords were “prime day deals” (62 rankings), “prime day” (57), and “deals prime” (43)—a nearly identical pattern to its SERP distribution. However, Wired’s most visible News Box article, “We’ve Found 265 Great Amazon Prime Day Deals Still Happening,” differed from its SERP leader, which focused on a specific iPad offer. This shift illustrates how more general, list-based coverage tends to perform better in the News Box environment.
6. New York Times
   The New York Times ranked sixth with 5.21% visibility, also maintaining its SERP position. Its visibility peaked early on October 8 at 6 a.m. with 16.67%. The publisher achieved 298 keyword rankings, representing 44.8% of its SERP results. The top keywords mirrored its previous pattern: “prime day” (90 rankings), “prime day deals” (79), and “prime” (44). The article “10 Worth-It Prime Day Apple Deals, From MacBooks to iPads to Accessories” again performed best, underscoring the Times’ steady visibility with premium, editorially polished shopping recommendations.
7. Mashable
   Mashable followed with 4.34% visibility, improving its relative position from eighth to seventh place compared to the SERPs. It peaked on October 7 at 11 p.m. with 13.22% visibility. Mashable achieved 169 keyword rankings, equating to 71.3% of its SERP results—a notably high overlap rate. Its leading keywords were “prime day deals” (43 rankings), “prime day” (38), and “prime” (22). The article “25 October Prime Day Apple deals 2025: AirPods, iPads, MacBooks on sale” replaced its earlier top-performing SERP piece that used a first-person phrasing (“I found prices as low as $799”). The updated version aligns more closely with a neutral editorial tone, while still maintaining Mashable’s signature focus on approachable, product-oriented deal content.
8. New York Post
   The New York Post reached 3.89% visibility, ranking eighth in the News Boxes and seventh in the SERPs. Its visibility peaked at midnight on October 8 with 15.41%. The publisher recorded 156 keyword rankings, meaning 33.6% of its SERP rankings were also visible in the News Boxes. The top keywords were “prime day deals” (55 rankings), “prime day” (41), and “prime day sale” (15). Its most visible article, “These Apple steals are worth biting into before they vanish this October Prime Day,” performed better in this instance than the previous top SERP article, indicating the value of refreshed, event-specific coverage within the News environment.
9. Mac Rumors
   MacRumors completed the top group with 3.78% visibility and was the only publisher in the News Box top 10 that did not appear among the leading domains in the SERPs. It peaked on October 7 at 11 a.m. with 13.53% visibility and achieved 119 keyword rankings. The top-performing keywords were “prime day deals” (83 rankings), “prime day” (23), and “prime day airpods” (5). Its most visible article, “The Best Prime Day Deals on AirPods, iPads, MacBooks, and More,” reflects the site’s niche focus on Apple products, which likely helped it break into the News Box rankings despite a narrower overall scope.

Key publisher insights across both surfaces

When comparing performance across both the mobile SERPs and News Boxes, a clear pattern emerges: publishers that combined broad deal coverage with timely updates performed strongly on both surfaces. CNN and NBC News led consistently, reflecting the advantage of large, continuously updated shopping guides with established editorial authority. Engadget and Wired stood out for their focused tech coverage, showing that product-specific reporting can achieve high visibility when aligned with search interest. Meanwhile, Yahoo and the New York Times benefited from structured, list-based content that balanced general event context with specific deal insights. The presence of outlets like MacRumors in the News Box rankings, despite lower overall SERP visibility, further illustrates how niche expertise and strong topical relevance can secure a place within Google’s news-focused results.

Final thoughts

You might also like these articles:

• Prime Time for Visibility: An SEO Deep Dive into Amazon Prime Day 2025 for U.S. Publishers
• From Deals to Visibility: How Publishers Ranked During Amazon’s Big Spring Sale 2025
• Deal or no deal? Assessing affiliate content visibility after Google’s Site Reputation Abuse policy update

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